Meta has introduced a suite of new AI and business tools aimed at improving brand performance and engagement.
Big announcement.
- AI Chatbots in Messenger
Built using Meta's latest large-scale language model, LLaMa 3, chatbots can converse with customers about products and provide support, reducing service costs for companies like White Coat Manila by 20%.
- Paid marketing messages in Messenger
Some advertisers can now create, organize and send paid marketing messages in Messenger to opt-in customers, similar to WhatsApp's recent marketing messaging feature.
- Threading API
The new API will allow businesses and creators to use third-party apps to publish posts, react to replies, and access full thread insights at scale.
Why we care. This update provides advertisers with more AI-powered tools to drive revenue, reduce costs and increase engagement, enabling them to efficiently scale their operations across Meta's apps.
Looking at the numbers. According to Meta, every dollar spent on advertising brings advertisers an average of $3.71 in revenue, a 12% increase in ROAS from 2022. Campaigns using the AI-powered “Advantage+” tool see an even higher ROAS of $4.52.
Driving performance. Brands like Unilever's Living Proof have seen a 15% decrease in CPP and an 18% increase in purchase volume by using Meta's new generative AI ad creative tools.
What they are saying. “AI for business messaging is game-changing and will reduce customer support costs by at least 20 percent,” said Franco Ongkingco of White Coat Manila.
Yes, but. Privacy concerns around AI remain, highlighting the need for Meta to build safeguards into its new AI systems.
